What Gen Z renters actually want from a NYC landlord.
Not a rooftop pool. A fair price, a clear process and a landlord who answers. Here is what the data says and what I see every day with young renters in New York.
Gen Z renters want a fair price first. 75% rank cost as their top priority, ahead of location, and only 30% put amenities like gyms or pools high on the list.
- →62% value being close to work, school or friends.
- →63% want a technology-first experience, like digital leasing and app-based communication.
- →64% live without roommates and want to keep it that way.
I’m 24. I’m part of the generation every NYC landlord is trying to figure out.
So here is what Gen Z renters actually want. The data first, then what I see.
And the answer is not what most buildings are marketing.
What do Gen Z renters want most?
A fair price.
In a national survey of more than 2,000 renters, 75% of Gen Z ranked cost as their number one priority when picking a rental.
Location was next at 62%. Being close to work, school or friends.
Amenities like gyms or pools? 30%.
Read that again.
The thing most listings lead with is the thing young renters care about least.
It makes sense. 67% of Gen Z say they struggle to afford their rent or mortgage. When the median asking rent in NYC is $4,150, a gym on the second floor is not the deciding factor.
What I see with young renters
Here is what I see over and over.
Gen Z renters are scrolling.
TikTok.
Instagram.
And when they see an apartment they like in a video, they move on it fast. Sometimes from one video.
Especially when it comes from a creator or influencer they already trust.
They are not opening 15 tabs and comparing for three weeks. They see it, they like it, they reach out.
That changes how you have to market a building.
Do Gen Z renters want roommates?
Most don’t, if they can help it.
64% of Gen Z renters said they live without roommates and want to keep it that way.
That is a big ask in this city. Under the common 40x rule, renting a $4,150 apartment alone means earning $166,000 a year ($4,150 x 40).
So a lot of young renters end up in the middle. Roommates they didn’t plan on, or a parent signing as guarantor.
What Gen Z wants from the process
This part is simple.
63% of Gen Z renters said they want a technology-first experience. Digital leasing. App-based communication. Even AI support.
What should NYC landlords do?
Here is what I would tell any landlord who wants young renters to pick their building.
- Put the apartment in a video. A real walkthrough, ideally from a creator they already follow. That is where they are deciding.
- Lead with the price, honestly. Every fee in the listing. Under the FARE Act, you have to disclose them anyway. Do it upfront and young renters trust you faster.
- Sell the location, not the lobby. Tell them how far the train is. What is on the block. How long to get to the places they actually go.
- Answer fast. A same-day reply beats a nicer kitchen. This generation runs their life from their phone.
- Make the paperwork digital. Let them apply, sign and pay online. If your process needs a fax, you already lost them.
- Price renewals like you want them to stay. The typical first-time buyer is now 40. Your young tenant could rent for a long time. Keep the good ones.
Here is how I see it
Gen Z is not a hard renter to win.
They want a fair deal, a good location and a landlord who respects their time.
That is it.
The buildings that get that will fill with young renters who stay. The ones still selling rooftops to people who are counting every dollar will keep wondering why their units sit.
“Gen Z doesn't want a rooftop. They want a straight answer.”
Frequently asked questions
What do Gen Z renters care about most?
Cost. In a survey of more than 2,000 US renters, 75% of Gen Z respondents ranked cost as their top priority when choosing a rental. Location came next at 62%.
Do Gen Z renters care about amenities?
Less than you'd think. Only 30% placed amenities like gyms or pools high on their list.
Do Gen Z renters want roommates?
Most don't. 64% said they live without roommates and want to keep it that way.
Do young renters want to apply online?
Yes. 63% of Gen Z renters said they prioritize a technology-first experience, including digital leasing and app-based communication.
Einhorn, Gabe. “What Gen Z renters actually want from a NYC landlord.” Nessoo Report, Nessoo (nessoo.com), Oct 16, 2026.
Co-founder of Nessoo, the verify-first rental marketplace in New York. He writes every Nessoo Report. nessoo.com
Sources
- HousingWire, "Gen Z offers its thoughts on the renter vs. homeowner debate," Aug 29, 2025 (Entrata and Qualtrics survey of 2,000+ US renters, January 2025)
- Redfin, survey of 4,000 US residents conducted by Ipsos, November 2025, published Feb 24, 2026
- NYC Department of Consumer and Worker Protection, FARE Act FAQ
- StreetEasy, September 2026 market report (NYC median asking rent, $4,150)
- National Association of Realtors, Nov 4, 2025 (median first-time buyer age 40)
- Nessoo platform data, October 2026